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qualititative data gives genuine insight and more holistic information into behaviour
shifted the focus on behaviour to individual/whole person rather than the unconscious mind, genes, observable behaviour etc
satisfies most people idea of what it means to be human as it values personal ideals and fulfillment
has real life applications eg therapy
do not conduct experimenta
lack emperical evidence
untestable concepts eg ‘self actualisation’
ethnocentric - many ideas are readily associated with the individualistic cultures of western world, collectivist cultures such as india may not identify so easily because they emphasise interdependence and the needs of the group
self actualisation
esteem needs
belongingness and love needs
safety needs
physiological needs